Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

handling common objections, a case study or list of current customers. The story wraps up with a discussion of whatever you would like the prospect to do next.

Next, the story naturally flows into talking about each of the value themes with a bit more detail into how the solution enables that value.

introduce the product or company and position it in the relevant market category.

features of a perfect solution would be, knowing what you know about the problem and the limitations of current solutions.

The next stage of the story is what I call “the perfect world.” It’s where you describe what the

The story then moves to describing how customers are attempting to solve the problem today and where the current solutions fall short.

It starts with a definition of the problem that your solution was designed to solve.

For these types of businesses, it’s very important that the positioning is embodied in the way your salespeople frame the product, particularly on a first sales call.

Translating Your Positioning into a Sales Story